By Jilawatan

Godrej Sara Lee has launched a new ad campaign for GoodKnight Naturals, a moisturising mosquito repellent cream. The ad aims to bring out the natural essence of the product endorsed by actress Vidya Balan, who personifies the brand’s proposition – natural and caring. The ad campaign and concept has been developed by JWT India.

The new campaign focuses on communicating the effectiveness of a moisturiser-based mosquito repellent cream with the goodness of natural herbs like Tulsi and Lavender that help fight mosquitoes naturally, while keeping the skin nourished and protected with milk.

Created by JWT India, the campaign communicates the powerful combination of safety from mosquitoes and protection of the skin as never before, while highlighting the product offering through their tagline – ‘Machharon ki haar, skin se pyaar’. The film has been shot by Rajesh Sathi of Keroscene Films.

Speaking on the strategy, Tarun Arora, VP – Sales & Marketing, Godrej Sara Lee, said, “GoodKnight has always offered products that are based on strong consumer insights. The biggest challenge was to overcome the existing mental barriers of people being precarious about using mosquito repellent creams as they are associated with being sticky and harsh on the skin. The new ad positions the product in a way that cues in safety and credibility in a reassuring manner.”

The brand has also roped in Vidya Balan to endorse this product. On the reason for roping in Balan, Arora explained, “Vidya Balan is the perfect fit for the brand as she replicates happiness and strong relationships.”

The brand takes a multi-media campaign route. Besides TVC, the campaign will be supported across mediums like radio and print. In-shop activities will also be undertaken.

The TVC is expected to break by mid-October.

By Jilawatan

Godrej Sara Lee, a joint venture between FMCG major Godrej and Sara Lee Corporation, has roped in Vidya Balan as the new brand ambassador for ‘GoodKnight Naturals’ and announced the launch of a new ad campaign.

The ad campaign that revolves around mosquito repellent creams aims at bringing out the natural essence of the product. It also communicates the combination of safety from mosquitoes and protection of the skin, with tag line ‘Machharon ki haar, skin se pyaar’.

GoodKnight aims to strengthen its supremacy in the household insecticide market through the new and advanced mosquito repellent creams format.

Godrej Sara Lee VP for sales and marketing Tarun Arora said, “GoodKnight has always offered products which are based on strong consumer insights. The new ad positions the product in a way that cues in safety and credibility in a reassuring manner.”

Television commercial for ‘GoodKnight Naturals’ is being developed by JWT.

By Jilawatan

Vidya Balan has replaced Rani Mukherjee as the face of the latest product range from a mosquito repellent brand.

Rani has had a long association with the company and it must come as a blow to her to lose such a lucrative assignment especially at a time when her career is stalling. It has been reported that the brand was looking for a fresh face to front their campaign and thus Rani was dropped and Vidya was picked.

Tarun Arora, VP – Sales and Marketing for the brand, confirms, “We have signed Vidya Balan as our new brand ambassador.”

When it rains, it pours!